Newly-launched, lab-grown diamond jewelry brand Grwn Diamonds, the brainchild of Michael Pollak, former chairman of Hyde Park Jewelers, and his son Jordan Pollack, has enlisted fashion creative Aleali May to lead creatives for the brand. May’s appointment as the creative director signifies a strategic move towards defining the brand’s aesthetic and curating exclusive co-branded capsule collections that resonate with contemporary luxury sensibilities.
May’s debut collection, designed by Annalisa Chervi, is dubbed “Metamorphosis,” a reference to to the butterfly motif used across a spectrum of earrings, rings, necklaces, and bracelets. Crafted with GRWN’s signature lab-grown diamonds and sustainably-sourced gold and silver, the collection is priced from $525-$5,000.
Reflecting on her role with GRWN in an exchange with Forbes, May said, “First of all, Jordan and Michael reached out to me about being the creative director at Grwn, and through that, we’ve been a team of disruptors. Everything is changing, and we evolve with it, [but] how do we create products that represent this new generation of kid’s style? We’re challenging everything.”
Delving into the design process for the line she elaborated, “Collaborating closely with Annalisa Chervi, the director of design and supply chain [whose resume includes collaborations with renowned brands such as Roberto Coin, Graff Diamonds, Harry Winston, and Versace, among others], we ideate concepts for our myriad projects. Michael and Annalisa then translate these visions into tangible products.”
May’s collection with Grwn will launch later in May on grwndiamonds.com.
